連鎖藥妝商店之促銷效果、廣告效果、顧客滿意度與顧客忠誠度之關係-以屈臣氏為例

近年來，社會經濟發展越來越蓬勃，使得原本競爭激烈的藥妝商店更加面臨挑戰。除了維持原有的顧客外，同時必須運用各種的促銷活動誘因，來誘發顧客前往消費之動機，並且加上廣告宣傳效果，探討是否會因促銷效果與廣告效果而對顧客滿意度有所影響，以及消費者就此對該企業之品牌而產生顧客忠誠度，因此，本研究以台南市地區屈臣氏連鎖藥妝商店之消費者為訪問對象，藉由SPSS20與AMOS統計軟體分析，瞭解促銷效果、廣告效果、顧客滿意度與顧客忠誠度之間的關聯性與影響程度。本研究採用問卷調查方式蒐集資料，共發放400份正式問卷，獲得有效問卷356份，有效樣本回收率為89%。而本研究結果發現：(1)促銷效果對廣告效果呈顯著正向影響。(2)促銷效果對顧客滿意度之影響部分成立，僅財務誘因對顧客滿意度呈顯著正向影響。(3)廣告效果對顧客滿意度呈顯著正向影響。(4)廣告效果對顧客忠誠度呈顯著正向影響。(5)顧客滿意度對顧客忠誠度呈顯著正向影響。(6)印象效果對財務誘因與顧客滿意度具有部分中介效果。(7)品牌效果對非財務誘因與顧客滿意度具完全中介效果。(8)顧客滿意度對印象效果與顧客忠誠度具有部分中介效果。(9)顧客滿意度對品牌效果與顧客忠誠度具有部分中介效果。

關鍵字

促銷效果、廣告效果、顧客滿意度、顧客忠誠度

並列摘要

In recent years, chain drugstores compete fiercely and face more challenges. They not only have to maintain current customers, but plan a variety of prompotion activities to induce consumption motivation. They also need to know whether promotion effect and advertisement effect have a significant influence on customer satisfaction and in turn increase customer loyalty. The main purpose of this research is to empirically explore the relationships among promotion effect, advertising effect, customer satisfaction and customer loyalty. A questionnaire survey was conducted to fulfill this purpose using a sample of 356 effective questionnaires gathered from the customer of Watsons in Tainan. The analyses of statistics such as independent-samples t test, one-way ANOVA, regression analysis and SEM were used to analyze the data, with the software of AMOS and PASW Statistics. The major findings of this study are summarized as follows: (1) Promotion effect has a significantly positive influence on advertising effect. (2) Promotion effect has a partial influence on customer satisfaction, and financial incentives have a significantly positive influence on customer satisfaction. (3) Advertising effect has a significantly positive influence on customer satisfaction. (4) Advertising effect has a significantly positive influence on customer loyalty. (5) Customer satisfaction has a significantly positive influence on customer loyalty. (6) Impression effect partially mediates the effects of financial incentives on customer satisfaction. (7) Brand effect fully mediates the effects of non-financial incentives on customer satisfaction. (8) Customer satisfaction partially mediates the effects of impression effect on customer loyalty. (9) Customer satisfaction partially mediates the effects of brand effect on customer loyalty.